Poco is not very popular in Brazil. The subsidiary of Xiaomi is powerful in India. There, it closed 2020 as the third largest in sales in the online market. cell phones. As a way of betting on the future, the company decided to change its visual identity and announced a new – and quite unusual – logo for the brand. It is a kind of mix between a demon and an angel (could it be a devil?) and has a whole story behind its development.

Anuj Sharma, CEO of Poco in India, was the one who detailed the line of reasoning of the team involved in developing the brand's new logo, initially restricted to the Indian market only. According to the executive, the mascot's face, inserted into the brand's first "O", has a halo on its head, symbolizing a "sense of goodness", but also two "antennas" (unofficially horns), which would be an allusion to the brand's future "madness". The eyes, with an evil appearance, were purposely created to match the new slogan: Made of Mad ("Made of Madness", or also "Made of Bravery").

Independence

According to the brand executive, the launch of Poco's new and intriguing logo was also a tribute to the brand's first year of independence from Xiaomi in India. "To celebrate Poco's successful independent year, the whole objective of the brand refresh is to pay tribute to the community that is as different and unique as our smartphones in the market," explained Anuj Sharma.

Manu Kumar Jain, Vice President of Poco India, announced in January last year the separation of the company's product, software and marketing teams from its Chinese parent company, with the aim of growing on its own two feet. Today, Poco uses only the Xiaomi devices as a basis for the products, customized by herself for the local market.

Here in Brazil, the brand's devices are still sold as "Xiaomi Poco". The first smartphone to be launched in India with the new logo is the Poco X3 Pro, expected to be announced in a few weeks, in March. There is not much information yet leaked about the future mid-range device, but the trend is that it will be good looking to Little X3, does not have access to 5G technology and costs around 25 thousand rupees (R$ 1.860, without import taxes or duties).

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